‘It's crazy, it's too busy.’ Two days after the official presentation of Floritic, the new digital platform for the global floriculture trade, introduced on 3 November at Floriworld in Aalsmeer, Vincent Molleman is receiving a lot of feedback on the initiative. There are still many uncertainties, he notes. ‘Perhaps it was due to the sound during the presentation or the language, but I’m finding that growers and buyers still have many questions about Floritic.’
Molleman's perception matches the reactions on the floor of the Trade Fair in Aalsmeer; there are indeed many questions about Floritic. How does it work exactly? Growers can post their offerings on the platform, set a price, and trading companies such as wholesalers, florists, exporters, and retailers can purchase them. Behind the platform is a major investor who has already invested EUR 30 million in the development of the platform, load carriers and cutting blades. Molleman refuses to reveal who the investor is, though he does confirm that it is a Turkish party based in London, with its own aeroplanes and lorries. RFH mentions Rönesans Holding.
